MARKETINGbPLANNINGbFUNDAMENTALSbEXAMbPOOLbITEMS
***bACTUALbEXAMb=b100bITEMSb@b20bITEMS/EACHbCHAPTERb***
Chapterb1:bDefiningbMarketingbforbtheb21stbCentury
GENERALbCONCEPTbQUESTIONS
MultiplebChoiceb
1. Goodbmarketingbisbnobaccident,bbutbabresultbofbcarefulbplanningbandb________.
a. execution
b. selling
c. strategies
d. tactics
e. research
Answer:ba Page:b4 Levelbofbdifficulty:bMedium
2. Marketingbisbbothbanb“art”bandbab“science”—
therebisbconstantbtensionbbetweenbthebformulatedbsidebofbmarketingbandbtheb________bside.
a. creative
b. selling
c. management
d. forecasting
e. behavior
Answer:ba Page:b4 Levelbofbdifficulty:bEasy
3. Thebmostbformalbdefinitionbofbmarketingbisb________.b
a. meetingbneedsbprofitably
b. identifyingbandbmeetingbhumanbandbsocialbneeds
c. theb4Psb(Product,bPrice,bPlace,bPromotion)
d. anborganizationalbfunctionbandbabsetbofbprocessesbforbcreating,bcommunicating,bandbdelivering,bvalu
ebtobcustomers,bandbforbmanagingbcustomerbrelationshipsbinbwaysbthatbbenefitbtheborganizationbandb
itsbstakebholders.
e. improvingbthebqualitybofblifebforbconsumers
Answer:bd Page:b6 Levelbofbdifficulty:bMedium
4. Marketingbmanagementbisb________.
a. managingbthebmarketingbprocess
b. monitoringbthebprofitabilitybofbthebcompaniesbproductsbandbservices
c. selectingbtargetbmarkets
d. developingbmarketingbstrategiesbtobmovebthebcompanybforward
e. thebartbandbsciencebofbchoosingbtargetbmarketsbandbgetting,bkeeping,bandbgrowingbcustomersbthroug
hbcreating,bdelivering,bandbcommunicatingbsuperiorbcustomerbvalue
Answer:be Page:b6 Levelbofbdifficulty:bEasy
1
, MARKETINGbPLANNINGbFUNDAMENTALSbEXAMbPOOLbITEMS
***bACTUALbEXAMb=b100bITEMSb@b20bITEMS/EACHbCHAPTERb***
5. Abtransactionbinvolvesb________.b
a. atbleastbtwobparties
b. eachbpartybhasbsomethingbthatbmightbbebofbvaluebtobthebotherbparty
c. eachbpartybisbcapablebofbcommunicationbandbdelivery
d. eachbpartybisbfreebtobacceptborbrejectbthebexchangeboffer
e. allbofbthebabove
Answer:be Pages:b6–7b Levelbofbdifficulty:bMedium
6. ________bgoodsbconstitutebthebbulkbofbmostbcountries’bproductionbandbmarketingbefforts.
a. Durable
b. Impulse
c. Physical
d. Service
e. Event
Answer:bc Page:b8 Levelbofbdifficulty:bMedium
7. ________bcanbbebproducedbandbmarketedbasbabproduct.
a. Information
b. Celebrities
c. Durablebgoods
d. Organizations
e. Properties
Answer:ba Page:b9 Levelbofbdifficulty:bMedium
8. CharlesbRevsonbofbRevlonbobserved:b“Inbthebfactory,bwebmakebcosmetics;binbthebstore,b________.”
a. webmakebprofits
b. webchallengebcompetitors
c. webimplementbads
d. websellbhope
e. websellbquality
Answer:bd Page:b9b Levelbofbdifficulty:bEasy
9. Ab________bisbsomeonebseekingbabresponseb(attention,babpurchase,babvote,babdonation)bfrombanotherbpar
ty,bcalledbtheb________.
a. salesperson,bcustomer
b. fundbraiser,bcontributor
c. politician,bvoter
d. marketer,bprospect
e. celebrity,baudience
Answer:bd Page:b10 Levelbofbdifficulty:bHard
2
, MARKETINGbPLANNINGbFUNDAMENTALSbEXAMbPOOLbITEMS
***bACTUALbEXAMb=b100bITEMSb@b20bITEMS/EACHbCHAPTERb***
10. Inb________—consumersbmaybsharebabstrongbneedbthatbcannotbbebsatisfiedbbybanbexistingbproduct.
a. negativebdemand
b. latentbdemand
c. decliningbdemand
d. irregularbdemand
e. non-existentbdemand
Answer:bb Page:b10 Levelbofbdifficulty:bMedium
11. bInb________—morebcustomersbwouldblikebtobbuybthebproductbthanbcanbbebsatisfied.
a. latentbdemand
b. irregularbdemand
c. overfullbdemand
d. excessive
e. negativebdemand
Answer:bc Page:b10 Levelbofbdifficulty:bMedium
12. Marketersboftenbusebthebtermb________btobcoverbvariousbgroupingsbofbcustomers.
a. peopleb
b. buyingbpower
c. demographicbsegmentb
d. socialbclassbpositionb
e. market
Answer:be Page:b10 Levelbofbdifficulty:bHard
13. Companiesbsellingbmassbconsumerbgoodsbandbservicesbsuchbasbsoftbdrinks,bcosmetics,bairbtravel,bandbath
leticbshoesbandbequipmentbspendbabgreatbdealbofbtimebtryingbtobestablishbabsuperiorbbrandbimagebinbmark
etsbcalledb________.b
a. businessbmarkets
b. globalbmarkets
c. consumerbmarkets
d. nonprofitbandbgovernmentalbmarkets
e. servicebmarkets
Answer:bc Page:b11 Levelbofbdifficulty:bMedium
14. Inbbusinessbmarkets,badvertisingbcanbplaybabrole,bbutbabstrongerbrolebmaybbebplayedbbybthebsalesbforce,b_
_______,bandbthebcompany’sbreputationbforbreliabilitybandbquality.
a. brandbimage
b. distribution
c. promotion
d. price
e. performance
Answer:bd Page:b11 Levelbofbdifficulty:bHard
3
, MARKETINGbPLANNINGbFUNDAMENTALSbEXAMbPOOLbITEMS
***bACTUALbEXAMb=b100bITEMSb@b20bITEMS/EACHbCHAPTERb***
15. Globalbmarketersbmustbdecideb________.
a. whichbcountriesbtobenter
b. howbtobenterbeachbcountryb(asbanbexporter,blicenser,bjointbventurebpartner,bcontractbmanufacturer,bor
bsolo bmanufacturer)
c. howbtobadaptbtheirbproductbandbservicebfeaturesbtobeachbcountry
d. howbtobpricebtheirbproductsbinbdifferentbcountries
e. allbofbthebabove
Answer:be Pages:b11–12 Levelbofbdifficulty:bMedium
16. MohanbSawhneybhasbproposedbthebconceptbofb________btobdescribebabclusterbofbcomplementarybproduc
tsbandbservicesbthatbarebcloselybrelatedbinbthebmindsbofbconsumersbbutbarebspreadbacrossbabdiversebsetbofbi
ndustries.
a. metamarket
b. verticalbintegration
c. horizontalbintegration
d. betamarket
e. synchronizedbmarketingb
Answer:ba Page:b12 Levelbofbdifficulty:bHard
17. Theb________bpromisesbtobleadbtobmorebaccurateblevelsbofbproduction,bmorebtargetedbcommunications,b
andbmorebrelevantbpricing.
a. AgebofbGlobalization
b. AgebofbDeregulation
c. IndustrialbAge
d. InformationbAge
e. ProductionbAge
Answer:bd Page:b13 Levelbofbdifficulty:bMedium
18. Manybcountriesbhaveb________bindustriesbtobcreatebgreaterbcompetitionbandbgrowthbopportunities.
a. open-market
b. deregulated
c. regulated
d. scientificallybsegmentedb
e. createdbmassbmarket
Answer:bb Page:b13 Levelbofbdifficulty:bMedium
19. Customersbarebshowingbgreaterbpricebsensitivitybinbtheirbsearchbforb________.
a. thebrightbproduct
b. thebrightbservice
c. thebrightbstore
d. value
e. relationshipsb
Answer:bd Page:b14 Levelbofbdifficulty:bMedium
4
***bACTUALbEXAMb=b100bITEMSb@b20bITEMS/EACHbCHAPTERb***
Chapterb1:bDefiningbMarketingbforbtheb21stbCentury
GENERALbCONCEPTbQUESTIONS
MultiplebChoiceb
1. Goodbmarketingbisbnobaccident,bbutbabresultbofbcarefulbplanningbandb________.
a. execution
b. selling
c. strategies
d. tactics
e. research
Answer:ba Page:b4 Levelbofbdifficulty:bMedium
2. Marketingbisbbothbanb“art”bandbab“science”—
therebisbconstantbtensionbbetweenbthebformulatedbsidebofbmarketingbandbtheb________bside.
a. creative
b. selling
c. management
d. forecasting
e. behavior
Answer:ba Page:b4 Levelbofbdifficulty:bEasy
3. Thebmostbformalbdefinitionbofbmarketingbisb________.b
a. meetingbneedsbprofitably
b. identifyingbandbmeetingbhumanbandbsocialbneeds
c. theb4Psb(Product,bPrice,bPlace,bPromotion)
d. anborganizationalbfunctionbandbabsetbofbprocessesbforbcreating,bcommunicating,bandbdelivering,bvalu
ebtobcustomers,bandbforbmanagingbcustomerbrelationshipsbinbwaysbthatbbenefitbtheborganizationbandb
itsbstakebholders.
e. improvingbthebqualitybofblifebforbconsumers
Answer:bd Page:b6 Levelbofbdifficulty:bMedium
4. Marketingbmanagementbisb________.
a. managingbthebmarketingbprocess
b. monitoringbthebprofitabilitybofbthebcompaniesbproductsbandbservices
c. selectingbtargetbmarkets
d. developingbmarketingbstrategiesbtobmovebthebcompanybforward
e. thebartbandbsciencebofbchoosingbtargetbmarketsbandbgetting,bkeeping,bandbgrowingbcustomersbthroug
hbcreating,bdelivering,bandbcommunicatingbsuperiorbcustomerbvalue
Answer:be Page:b6 Levelbofbdifficulty:bEasy
1
, MARKETINGbPLANNINGbFUNDAMENTALSbEXAMbPOOLbITEMS
***bACTUALbEXAMb=b100bITEMSb@b20bITEMS/EACHbCHAPTERb***
5. Abtransactionbinvolvesb________.b
a. atbleastbtwobparties
b. eachbpartybhasbsomethingbthatbmightbbebofbvaluebtobthebotherbparty
c. eachbpartybisbcapablebofbcommunicationbandbdelivery
d. eachbpartybisbfreebtobacceptborbrejectbthebexchangeboffer
e. allbofbthebabove
Answer:be Pages:b6–7b Levelbofbdifficulty:bMedium
6. ________bgoodsbconstitutebthebbulkbofbmostbcountries’bproductionbandbmarketingbefforts.
a. Durable
b. Impulse
c. Physical
d. Service
e. Event
Answer:bc Page:b8 Levelbofbdifficulty:bMedium
7. ________bcanbbebproducedbandbmarketedbasbabproduct.
a. Information
b. Celebrities
c. Durablebgoods
d. Organizations
e. Properties
Answer:ba Page:b9 Levelbofbdifficulty:bMedium
8. CharlesbRevsonbofbRevlonbobserved:b“Inbthebfactory,bwebmakebcosmetics;binbthebstore,b________.”
a. webmakebprofits
b. webchallengebcompetitors
c. webimplementbads
d. websellbhope
e. websellbquality
Answer:bd Page:b9b Levelbofbdifficulty:bEasy
9. Ab________bisbsomeonebseekingbabresponseb(attention,babpurchase,babvote,babdonation)bfrombanotherbpar
ty,bcalledbtheb________.
a. salesperson,bcustomer
b. fundbraiser,bcontributor
c. politician,bvoter
d. marketer,bprospect
e. celebrity,baudience
Answer:bd Page:b10 Levelbofbdifficulty:bHard
2
, MARKETINGbPLANNINGbFUNDAMENTALSbEXAMbPOOLbITEMS
***bACTUALbEXAMb=b100bITEMSb@b20bITEMS/EACHbCHAPTERb***
10. Inb________—consumersbmaybsharebabstrongbneedbthatbcannotbbebsatisfiedbbybanbexistingbproduct.
a. negativebdemand
b. latentbdemand
c. decliningbdemand
d. irregularbdemand
e. non-existentbdemand
Answer:bb Page:b10 Levelbofbdifficulty:bMedium
11. bInb________—morebcustomersbwouldblikebtobbuybthebproductbthanbcanbbebsatisfied.
a. latentbdemand
b. irregularbdemand
c. overfullbdemand
d. excessive
e. negativebdemand
Answer:bc Page:b10 Levelbofbdifficulty:bMedium
12. Marketersboftenbusebthebtermb________btobcoverbvariousbgroupingsbofbcustomers.
a. peopleb
b. buyingbpower
c. demographicbsegmentb
d. socialbclassbpositionb
e. market
Answer:be Page:b10 Levelbofbdifficulty:bHard
13. Companiesbsellingbmassbconsumerbgoodsbandbservicesbsuchbasbsoftbdrinks,bcosmetics,bairbtravel,bandbath
leticbshoesbandbequipmentbspendbabgreatbdealbofbtimebtryingbtobestablishbabsuperiorbbrandbimagebinbmark
etsbcalledb________.b
a. businessbmarkets
b. globalbmarkets
c. consumerbmarkets
d. nonprofitbandbgovernmentalbmarkets
e. servicebmarkets
Answer:bc Page:b11 Levelbofbdifficulty:bMedium
14. Inbbusinessbmarkets,badvertisingbcanbplaybabrole,bbutbabstrongerbrolebmaybbebplayedbbybthebsalesbforce,b_
_______,bandbthebcompany’sbreputationbforbreliabilitybandbquality.
a. brandbimage
b. distribution
c. promotion
d. price
e. performance
Answer:bd Page:b11 Levelbofbdifficulty:bHard
3
, MARKETINGbPLANNINGbFUNDAMENTALSbEXAMbPOOLbITEMS
***bACTUALbEXAMb=b100bITEMSb@b20bITEMS/EACHbCHAPTERb***
15. Globalbmarketersbmustbdecideb________.
a. whichbcountriesbtobenter
b. howbtobenterbeachbcountryb(asbanbexporter,blicenser,bjointbventurebpartner,bcontractbmanufacturer,bor
bsolo bmanufacturer)
c. howbtobadaptbtheirbproductbandbservicebfeaturesbtobeachbcountry
d. howbtobpricebtheirbproductsbinbdifferentbcountries
e. allbofbthebabove
Answer:be Pages:b11–12 Levelbofbdifficulty:bMedium
16. MohanbSawhneybhasbproposedbthebconceptbofb________btobdescribebabclusterbofbcomplementarybproduc
tsbandbservicesbthatbarebcloselybrelatedbinbthebmindsbofbconsumersbbutbarebspreadbacrossbabdiversebsetbofbi
ndustries.
a. metamarket
b. verticalbintegration
c. horizontalbintegration
d. betamarket
e. synchronizedbmarketingb
Answer:ba Page:b12 Levelbofbdifficulty:bHard
17. Theb________bpromisesbtobleadbtobmorebaccurateblevelsbofbproduction,bmorebtargetedbcommunications,b
andbmorebrelevantbpricing.
a. AgebofbGlobalization
b. AgebofbDeregulation
c. IndustrialbAge
d. InformationbAge
e. ProductionbAge
Answer:bd Page:b13 Levelbofbdifficulty:bMedium
18. Manybcountriesbhaveb________bindustriesbtobcreatebgreaterbcompetitionbandbgrowthbopportunities.
a. open-market
b. deregulated
c. regulated
d. scientificallybsegmentedb
e. createdbmassbmarket
Answer:bb Page:b13 Levelbofbdifficulty:bMedium
19. Customersbarebshowingbgreaterbpricebsensitivitybinbtheirbsearchbforb________.
a. thebrightbproduct
b. thebrightbservice
c. thebrightbstore
d. value
e. relationshipsb
Answer:bd Page:b14 Levelbofbdifficulty:bMedium
4
